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Transforming Efficiency in a Booming Thai Cracker Snack Company

From Rapid Growth to Operational Zen: A Thai Snack Giant Streamlines for Success

a bunch of fried Thai rice crackers
a bunch of fried Thai rice crackers


A company producing healthy and flavorful Thai cracker snacks and dried fruits experienced rapid growth, straining their factory's capacity and employee efficiency. As a consultant-coach for operational transformation, I was tasked with training a team for 8-Months with analyzing operations, improving employee understanding, and streamlining processes for long-term success.


The company's rapid growth outpaced its operational infrastructure, leading to inefficiencies in the warehouse and production, including:

  • Warehouse issues: Lack of organization, expired products, damaged packaging, and limited space utilization caused wasted time and damaged products.

  • Production inefficiencies: Rushed production causing quality lapses, labor shortages and uncooperative behavior, led to customer complaints and machinery issues.

  • Employee knowledge gaps: Employees unaware of their full responsibilities, multitasking hindering focus, and lack of understanding of business operations and problem-solving.

  • Labor shortage: Delayed action and lack of cooperation hampered production.

  • Machinery: Reliance on trial-and-error adjustments without proper maintenance plans and lack of maintenance as planned led to frequent breakdowns and inconsistencies.

  • High customer concentration: Overdependence on a single customer posed a significant risk.


  • Assessment: I analyzed employee qualifications, work processes, warehouse layout, and production practices.

  • Training: I conducted training sessions to:

    • Enhance employee understanding of their roles and responsibilities.

    • Foster teamwork and cross-functional collaboration.

    • Educate on warehouse management best practices.

    • Inculcate problem-solving skills and long-term thinking.

    • Advised on reducing customer diversification dependence on a single high-volume customer.

  • Process Improvement: I implemented:

    • A standardized maintenance plan for machinery and equipment.

    • Optimized warehouse space utilization for efficient product placement and retrieval.

    • Established clear product location protocols to minimize expired and damaged goods.

    • Defined process flows and their significance in the overall business operation.

    • Reviewed and improved SAP accounting codes for better reporting and decision-making.

Project Deliverables:

  • Operational data-driven improvements: Consistent maintenance plan, optimized warehouse layout, and product categorization.

  • Employee empowerment: Enhanced understanding of business processes and flow, reduced risk and improved teamwork.

  • Streamlined data and reporting: Streamlined SAP account codes for better reporting and decision-making.


  • Warehouse management: Implementing a barcode system for inventory tracking, setting safety stock levels, and conducting regular audits.

  • Production improvement: Seriously implementing quality control measures, and investing in automation where feasible.

  • Employee training: Providing ongoing training on warehouse management, quality control, and business operations.

  • Equipment maintenance: Seriously implementing a preventative maintenance program and investing in equipment upgrades.

  • Customer diversification: Identifying and targeting new customer segments, developing new sales channels, and offering customized products.


This case study serves as a testament to the power of strategic planning, employee engagement, and data-driven decision-making in navigating the challenges of rapid growth. By adapting these principles, other businesses in similar situations can achieve sustainable success.

  • Rapid growth requires proactive operational improvements. Addressing space limitations, employee training, and equipment maintenance are crucial for sustainable growth.

  • Data-driven insights are key to optimizing operations. Utilizing data to identify inefficiencies and track progress is essential for continuous improvement.

  • Employee empowerment fosters engagement and efficiency. Providing training, clear communication, and understanding of the bigger picture motivates employees and improves overall performance.

  • Mitigating risk requires diversification. Dependence on a single customer or supplier can be detrimental. Building a diverse customer base and supply chain ensures resilience.

Want to empower your employees and optimize efficiency? Imagine a business where every employee feels valued, every product is readily available, and your bottom line thrives. It's all possible with the right approach.